Chartered Management Institute

MEMBERSHIP RESEARCH TO IMPROVE RETENTION AND DRIVE GROWTH

CMI offers practical, proven solutions for individual managers, employers and education providers alike, with a mandate to create better led and managed organisations, and with over 100,000 managers and 450 employers using its services to improve their performance.

Like many membership organisations, CMI was facing challenges of membership retention and therefore looking to strengthen its value proposition in order to maximize its market share.

In addition, order to achieve its key objectives, CMI needed not only to grow its overall membership base but also achieve a critical mass of Chartered Managers – its most prestigious grade of membership, that demonstrates the member’s ability to make an impact as a manager.

We were therefore engaged to help CMI to quickly establish and understand factors that were affecting membership growth and retention, and the potential barriers preventing more members from achieving Chartered Manager status.

Through the research conducted by AHC, we have been able to quickly identify areas of opportunity to grow and enhance our membership proposition.

The results of the survey have played an important part in enhancing our proposition allowing us to address the key issue of retaining members, targeting non-members and engaging with employers much more effectively in order to win business.

The results of the survey have played an important part in enhancing our proposition allowing us to address the key issue of retaining members, targeting non-members and engaging with employers much more effectively in order to win business.